Psychologists specializing in facial expressions are still unsure as to whether a human smile is a tool used for communication or an involuntary expression that conveys our emotional state. Researchers from the Max Planck Institute for Evolutionary Biology in Plön and the Toulouse School of Economics have confirmed that putting on an honest smile that is genuine can influence people to cooperate with you by perceiving you as trustworthy.

The professional photo I use on this blog is simple and effective. Shirt. Suit. Tie. And…smile!

In the photo above, I’m wearing a suit. That helps, of course, but it’s not absolutely necessary. To look professional in a photo, you don’t need to be wearing a business suit.

By “professional photos,” I mean the quality and subject of the photo.

I was browsing LinkedIn recently and came across a guy I know to be really professional. He does top-notch work and is the president of his own company.

But his profile photo doesn’t shout professional! In fact, it’s kind of hard to figure out what’s going on in his picture. The quality and subject of the photo don’t speak to his professionalism.

Isn’t there a place for fun photos? Sure, but make sure you’re using them in the right place and at the right time.

I’ve discovered that fun or casual photos can grab people’s attention—like this one on my blog NeilPatel.com.

Here are a few key things to remember:

When it comes to your profile photo (LinkedIn, Twitter, etc.), make sure it’s a headshot. No one else needs to be in the picture—no kids, pets, or significant others.

Smile.

Don’t wear sunglasses.

Wear something that’s appropriate to your job and position.

If possible, use the photo services of a professional.

Use a high-quality photo. Pixelated headshots aren’t effective.

Look, you don’t need to be a good-looking person to have a really high-quality headshot that brings in the leads. All you need is a sharp, crisp, professional photo of your face.

2. Present content authentically

We live in an era of frauds and fakes. If you are not intentional about your presentation, even high quality information may be disregarded or come off as disingenuous.

Whether you swear like a sailor or are as clean-cut as they come, whether you are reserved and quiet or as intense as a Navy SEAL instructor, use your own personality and style whenever you share your message.

People will appreciate the authenticity. Your polarizing nature will create more loyal customers and fans than you can imagine.

3. Create and share killer content on a regular basis

The world is so full of new and exciting content that it’s easy to get left behind (even with an established brand) unless you are regularly creating and marketing high quality content.

A guy like Brian Dean has a strong personal brand:

He needs to be publishing really great content on a regular basis in order to generate leads for his business.

His stories are now part of his personal brand. He uses storytelling to introduce the lessons he teaches on his blog.

A story? About a tough job? And the Tour de France? Yes, please.

And while the days of listening intently to tribal leaders tell tales of struggle and victory while huddled around a campfire on the savanna are over, we still connect with stories in the same way we did thousands of years ago.

If you want to succeed in your entrepreneurial endeavors, you’ll do the same.

You have to own it. Stick with it. You’re building an identity.

Maybe Tucker Max likes his identity. Maybe he doesn’t. But he made the bed, and now he has to lie in it.

Selena Soo positions herself as a publicity and business strategist for experts, authors, and coaches:

Every email, webinar, ad, and update is focused on that one point.

Brendon Burchard is a passionate coach who has positioned himself using the “Live. Love. Matter.” slogan. His positioning has allowed him to create a powerful presence that people don’t forget.

7. Host hangouts and reply to comments

One of the quickest and most efficient ways to grow your personal brand is to connect with your audience.

Whether you are responding to comments on your blog, hosting weekly AMA Hangouts, or annual live meetups, getting involved with your audience and building rapport will put you on the fast track to a massive and recognizable personal brand.

8. Create a recognizable logo

The human brain processes logos in around 13 milliseconds, faster than the blink of an eye. I bet you recognize these logos:

All of them have established strong logos people instantly recognize. Whether you love them or hate them, you cannot look at the Pepsi logo or see the colorful letters of Google without immediately acknowledging the brand:

Use the power of the human brain to your advantage, and craft a high quality logo that will increase your recognition.

A personal brand logo creates a visual hook for people to pair with your brand. If you are trying to brand yourself using only a title, your name, or a slogan, it won’t be as effective.

The human brain uses a variety of sensory inputs to create a lasting memory—sound, motion, color, smell, and imagery.

By creating a colorful and unique logo, you’ll be able to develop visual imagery that sticks in people’s minds.

Think about Jimmy Fallon for a moment. He has a strong personal brand and uses his circular logo and blue moon imagery to reinforce this in people’s minds:

Rachael Ray, the celebrity cook, has a fun, light, and memorable logo featuring her name:

9. Create a brand tag line

Another great way to build your brand recognition is to create a powerful and easy to remember tagline or mission statement.

“Open happiness.”

“Stay fresh.”

“The few, the proud, the ____.”

“Let’s go places.”

Even without me telling you the brand names, you’ve probably recognized the brands of Coca-Cola, Subway, the U.S. Marines, and Toyota.